More and more of us are settling into the rhythm of using social media tools at work. For some it’s a steady beat of activities. For others, like me, it’s an every now and then proposition… like going to the gym or cleaning my desk. Regardless of frequency, we do things like making or renewing connections, sharing news, thinking thoughts, promoting initiatives, prattling online, and such.

But, with our encouragement, a few brave and innovative marketers and firms have gone a step further. They’ve used the tools, vocabulary and mores of social media as a way to build brands and address concrete marketing challenges. One example in the professional services world comes from the Southeast’s Dixon Hughes, a top 20 U.S. CPA and advisory firm. Dixon’s career site, which targets on campus recruits, is a mash up of MTV’s The Real World, 21 questions and the old game show, What’s My Line. All enabled by Facebook, Twitter and YouTube. The short of it is that you get to see, meet and “follow” Dixon interns throughout their days and interact/ask questions of them along the way.

The award-winning approach helps to position Dixon Hughes as positively unique. Better still. It has delivered significant results.

Check it out for yourself: dixon-hughes.com/recruit/